“Creating a Matching
Gift Program for Small
Shops”
HEP Development
HEP Development
With more than 5,000 customers and 15
years experience, HEP has developed
proven tools to help you identify and
promote match opportunities, gain access
to the highest quality prospect
development information and enhance
your data.
• Most comprehensive Matching Gift database
available
Who is HEP?
HEP Development
Matching Gifts are “free money”
HEP Development
Matching Gifts







What is a Matching Gift
Key statistics on Matching Gifts
Creating Awareness
Leveraging past donations
Finding Matching Gift Eligible Donors
Using Your Website
Promoting links to your matching gift
lookup page
Agenda
HEP Development

What is a Matching Gift?
Employee Benefit
Employer Agrees to Match Employee Donation
To certain types of non profits
Match Ratio is usually 1 to 1 – Exxon, Fidelity
(2 to 1)
Usually a Max per year (1K-20K)
Deadlines
Spouses and Retirees can also be match eligible






On average, 1 in 10 gifts made to any non profit is
match eligible
Over 17,222 Companies and Subsidiaries Match
gifts
Over the last 3 Years we have added almost one
net new company per day
Approximately 50% of the Corp. 500 have matching
gift programs
Over 1.3 Billion in Matching Gifts to all non profits
LSU received check of $1 Million in Matching Gifts
from one company (Exxon-Mobil) for last three
years.
Statistics on Matching Gifts
HEP Development





The American Cancer Society Quadrupled Matching
Gifts over the past three years to over $12 Million
dollars as did Susan G. Komen Foundation of
Maryland with 5 FTE’s. Works with
Large/Medium/Small non-profits.
Average Matching Gift – CAE Survey $740. 700+
Higher Education
13% of all Matching Gift Companies match 2 to 1 or
higher
4009 of the companies match volunteer time
Telethon Survey(90+) by Ruffalo Cody – 7.1% of
those contacted were matching gift eligible. They
contributed 10.% of the revenues
Statistics
HEP Development

Finding New Companies
◦ HEP’s Research Team
 Looks for and finds new companies
 Clients ask us to check out companies
 30-40 changes in polices per day
 Results – one net new company added per day
◦ 800+ over last three years
◦ Good News



Failure to maximize
matching gift potential is
essentially leaving money
on the table
Management, and
administrative personnel
all influence results
Just a small % increase in
matching gifts is equal to
thousands of dollars for
most programs
Would You Turn Down Free
Money?
HEP Development






Recruiting new employees
Reinforces value of high quality
education with employees
Helps local colleges and universities;
community
Employee retention
Shows corporate America in positive
light
Tax and financial considerations for
business
Purpose of
Matching Gifts
From a
Corporate
Perspective
HEP Development








CASE
CASE
CASE
CASE
CASE
CASE
CASE
CASE
I- 7.8%
II- 7.4%
III- 8.1%
IV- 7.7%
V- 6.7%
VI- 6.4%
VII- 6.3%
VIII- 6.3%
Does Location Matter
*
Stats courtesy RuffaloCODY on-campus phonathons. Numbers based on over 703,000 pledges
and $65,000,000 raised in FY’11
HEP Development

Creating Awareness
◦ Within Advancement Group
◦ Within Donor Community
◦ Educating/ Re-Educating Donor Base
 Example –Raytheon
Biggest Challenge
HEP Development
Ways to Create Awareness

Newsletter articles
 Gift
Acknowledgments
Solicitations - use P.S.
 Website – drive them to E-Match Donor
Link Lookup Page
 Brochure inserts for Direct Mail
 Promotion is key to $$$

HEP Development

Sample Text
◦ 17,000 plus employers will double your
generous gift. Click here to see if your
employer will match your gift
◦ http://www.matchinggifts.com/bishopfeehan/
HEP Development
HEP Development
HEP Development
HEP Development
HEP Development
HEP Development






Know before you chat with a potential
donor if they work for a Matching Gift
Company
Measure matching gifts – report on
Have someone in charge
Major Gifts can be matched
Create a Culture of Matching Gifts
Training is available – free Visit our
Learning Center www.hepdata.com
What Can You Do?
HEP Development
Happy New Year!
 On behalf of Bishop Feehan, thank you
very much for your generous gift ($250
from 1/10/12) to our Annual Fund
 As you know, Covidien will match your gift
on a 1:1 basis. To that end, could you
complete Part # 1 on the attached form
and fax back to us (Attn: Lisa Dean -508-226-1135)? Alternatively, you can
scan and send a PDF via email. Whatever
is easier for you. Covidien's match will
effectively double the value of your gift to
the school (from $250 to $500)!
 Thanks again for your ongoing support of

HEP Development
Make It Easy for Donor
HEP Development
Hi Chris here’s the completed Covidien
match form. Thanks for making it so
easy!
 Signed Donor

Make IT Easy For Donor
HEP Development
 RESULTS

Bishop Feehan’s
◦ Sept 1st 2008 – 8/31/2010 $60,106.38
◦ Sept 1st 2010 – 8/31/2012 $221,123.92








Look Back Over Last Year’s Gifts
Find Employer Information
Fill Out Form
Volunteers can help
Most donors are NOT Aware that you are
501C3
Most donors are not aware of employers
matching gift program
Every Program is Different
Spouses and Retirees can be matched
Matching Gift Suggestions
HEP Development
HEP Development
HEP Development
HEP Development

Education on Matching Gifts
◦ Go To Learning Center on HEP website
 www.hepdata.com - Look under Matching Gift
Webinars
 30 Matching Gift Webinars – All Free and
Available on Demand
 “16 Steps to Matching Gift Success” – Must have
 MatchPoints Newsletter
◦ Review Back Copies
 Join Listserv “MATCHLIST_L”
◦ Joint Listserv of HEP & CASE
◦ For further information contact
◦ 703-669-5602
◦ Thankyou
Thank you
HEP Development